Using technology as a business tool...
Simple ideas, Powerful concepts: K.I.S.S and W.I.I.I.-F.M. |
Using technology as a business tool... Simple ideas, Powerful concepts: K.I.S.S and W.I.I.I.-F.M. |
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When I first did this seminar as a communications seminar, rather than a sales seminar, I was lucky enough to be in a town that had a radio station known as KISS. So I talked about the two most powerful radio stations KISS and WIII-FM "K.I.S.S." is an acronym for Keep It Simple Stupid. Don't oversell, use your tools effectively, but don't oversell! People don't want an internal combustion engine propelling a set of steel belted radials, they want a mode of transportation. Simply put, just give me a car. Mazda had a great tag line, "it just feels right." A lot of sales people lose the sale by boring the customer with product knowledge. In today's society everyone travels in an automobile. You do not have to fully understand the electromechanical operation of an automobile to enjoy its benefits. The bottom line is to turn prospects into clients, not to make technical experts of the prospects. Keep to
the facts, state the facts, and move on. Keep It Simple. You don't have to fully understand the technical aspects of any operation to enjoy the benefits of it. Which leads to the next topic... "WIII-FM" is an acronym for "what is in it for me." People don't want a bar of soap, they want clean hands. When you first approach someone, your goal is always to get their attention in as little time as possible. Too many details without the knowledge of the end result may lead someone to draw conclusions. If you can't sell someone the idea or concept, the added details won't make any difference. It doesn't matter if you're selling advertising for a radio station, or your skills to a prospective employer, you have to put yourself in the shoes of the person you are selling to, and see if you have answered the question "what is in it for me." Here's a few other tips for positive selling: Never say never! DO NOT ever back yourself into a corner with negatives. Don't talk about the impossible, talk about the possible. Don't tell people what you can't do, show jobs, or products which may fill the need. Deal with positive benefits other people have had with using your products and services. Show examples whenever possible. Don't offer "NO" as an alternative. Compare the generic to the name brand. Compare the black and white to the multicolored. Never give the alternative of "this" or nothing at all. Didn't your mother ever tell you, if you can't say something nice, don't say anything at all? In job interviews, as well as the sales arena, people will try to get you to say why you are better than the competition. Be careful! If you can't say it as a positive benefit, don't say it! |
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